Recommended
Recommended
More Related Content
Viewers also liked
Viewers also liked (11)
Similar to Csap uad pilot site introductory webinar final 3 7 12
Similar to Csap uad pilot site introductory webinar final 3 7 12 (20)
More from dakotabill
More from dakotabill (15)
Recently uploaded
Recently uploaded (20)
Csap uad pilot site introductory webinar final 3 7 12
- 2. Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar SAMHSA/CSAP Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar Wednesday, March 7, 2012 2 p.m. to 3:30 p.m. EDT
- 3. Welcome and Introductions Lisa Falconer, MPH, CHES Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor
- 4. SAMHSA CSAP Staff • Director, Division of Systems Development Virginia Mackay-Smith • Public Health Advisor, Division of Systems Development Emily Novick • Public Health Analyst, Division of Systems Development Tracy Farmer
- 5. Gallup Communication Training and Technical Assistance Team Valerie Goode Bill GoodwillLisa Falconer Katie Bass Megan Cochrane
- 7. Introductory Webinar Agenda • Brief Campaign Overview • Review of Expectations for Pilot Sites • Expert Tips on PSA Placement • Q & A Session • Reminder of Upcoming Kickoff Meeting and Adjournment
- 8. Underage Drinking Prevention National Media Campaign Overview and Pilot Expectations Emily Novick, MPP Public Health Advisor Division of Systems Development Center for Substance Abuse Prevention
- 9. • Role of Expert Panel • Involve CBOs in Campaign development • Engage stakeholders and build partnerships • Expand Campaign reach Background
- 10. • RFP Released on November 7, 2011 • More than 80 proposals received RFP Process
- 11. Selected Pilot Sites NPN’s Five Regions 1. Summit Prevention Alliance (Southwest Region) Frisco, CO 2. Erie County Council (Northeast Region) Buffalo, NY 3. Asian Health Coalition (Central Region) Chicago, IL 4. Metropolitan Drug Commission (Southeast Region) Knoxville, TN 5. People Reaching Out (Western Region) Sacramento, CA
- 12. • Period of Performance – March 1, 2012 to August 15, 2012 • Incorporate Campaign messages and materials • Host at least one event • Incorporate underage drinking research • Incorporate the Campaign’s key messages Required Activities
- 13. • Mandatory Project Meeting • Reporting & submitting materials developed • Support from the Campaign Additional Requirements
- 14. Expert Tips on PSA Placement SAMHSA/CSAP Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar Wednesday, March 7, 2 p.m. to 3 p.m. EDT Bill Goodwill SAMHSA Underage Drinking Prevention National Media Campaign Contractor
- 15. Why Local Outreach Matters • PSAs with local benefits trump all others: • A survey of 1,000 stations shows PSAs benefiting the local community are most important
- 16. The PSA Environment • Competition for air time is intense • 39% of stations receive 8 to 30+ PSAs weekly
- 17. Media Gatekeeper Profile • Gatekeepers typically: • Manage a non-revenue department • Are overworked and understaffed • Inundated with PSAs • Use voicemail to screen calls
- 18. Generating Increased Value • You can impact campaign values: • Average campaign value of usage on 30 new TV stations is worth $1.1MM
- 19. The Local Media Mindset • Revenues and Ratings Matter Most • They achieve them by Relevance and Recognition The Four R’s of Broadcasting Public Service Directors Recognition RatingsRevenue Relevance
- 20. The Pilot Site Toolkit • Samples of campaign materials: • TV PSAs with local tags • TV storyboards • Fact sheet on the UAD issue • Localizable press release • Live announcer and recorded radio PSAs • Localizable print PSAs • Other resources
- 21. Steps for Local Outreach • Go to www.psaresearch.com/psaprimer.html • Concentrate on broadcast TV • Make an appointment • Be familiar with media content • Share creative • Why is the message important to their viewers? • What happens when the public responds? • Make it personal if you can • Keep it short! • Prepare leave-behind materials • Send a thank you note
- 22. Accessing Local Media Lists • Go to www.goodwillcommunications.com • Enter user name and password • Click on Distribution Reports • Review reports for your locale
- 23. Accessing Local Media Lists • Click on the state for your locale:
- 24. Detailed Distribution Reports • Click on media type
- 25. Providing Feedback on Local Media • Media Contact Scenarios • Wrong contact, wrong address or important station missing from distribution list • Response: Use online survey feedback form
- 26. Local Outreach Checklist • Media outreach steps: • Send changes to Goodwill via feedback form • We will re-post final distribution reports • We will ship materials in appropriate format to you • TV will be localized for your area • Review all materials on your Tool Kit DVD • Make media appointments
- 27. Making the Media Presentation • Be prepared: • Share creative with the media • Tell them why this issue is so important • Describe the call to action process • See if the media can offer other types of support • Provide a copy of the DVD tool kit to media
- 28. Evaluation Reports • Click on Evaluation Methodology • Evaluation data sources • Different types of reports
- 29. Evaluation Reports • Report Access • Select medium • Select for your state • Export to Excel
- 30. Evaluation Reports • Interactive Map • Place cursor over state and double click • Airplays and value are shown for state
- 31. The Take Away • Know your local media • Use national tools • Provide us with media updates • Be a media resource • Be persistent • Acknowledge media support
- 32. Q & A Session
- 33. Upcoming Kickoff Meeting & Adjournment Lisa Falconer Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor
- 34. Questions about the Kickoff Meeting or the Pilot Site Program? Katie Bass Katie_Bass@Gallup.com 202.715.3079 Lisa Falconer Lisa_Falconer@Gallup.com 202.715.3147 Please contact:
Editor's Notes
- Hello everyone, I want to let you know that we will be recording this Webinar so it can be used as a future resource for you and your team. Please mute your line by pressing *6. You can unmute by pressing *7. If at any point in time you have questions, please use the chat feature in the lower left-hand corner of your screen. We will either answer your question immediately or during the Q & A session.
- Hello, I am Lisa Falconer, and I am one of the communication specialists who will be assisting you in the implementation and evaluation of the Campaign. It’s my pleasure to welcome you to the SAMHSA CSAP Underage Drinking Prevention National Media Campaign Community Outreach Pilot Program Introductory Webinar. A warm congratulations to all of you for your selection as a funded pilot site. We are anxiously anticipating meeting you all in person in a few weeks at the kickoff meeting in Washington, D.C.
- We’re going to kickoff this Webinar with a round of introductions. It’s my pleasure to introduce to you the SAMHSA Center for Substance Abuse Prevention staff leading this Campaign and the Gallup team who will also be working with you. Then, we’d like to give you the opportunity to introduce yourselves as well.
- Ginger, would you like to kickoff the introductions for SAMHSA? (CSAP staff will go around and briefly introduce themselves.)
- Next, I would like to introduce you to the Gallup Team who will be providing you with communication training and technical assistance throughout your Campaign implementation. Our team draws from an incredible depth of experience. We have seasoned public relations and marketing professionals, communication directors for nonprofit organizations, journalists, and advocates and analysts who have worked in the public health field. Katie, would you like to start by introducing yourself. (Gallup staff will go around and briefly introduce themselves.)
- Now, I would like to ask each of the Pilot Sites to introduce themselves. Just spend a few seconds sharing your name, organization, and role on this Campaign.
- We will begin this afternoon’s Webinar with a brief overview of the campaign. We will then review expectations for pilot sites, provide you with expert tips on PSA placement, open up the lines for a Q & A session, and give a brief announcement about the upcoming kickoff meeting.
- The Campaign is currently in its third year of activity. Gallup — SAMHSA’s contractor in this effort — has established a strong foundation of formative research to inform the development of the print, radio, and television public service announcements (PSAs). Role of the Expert Panel: Expert Panel provides valuable feedback and continuing guidance and counsel to Campaign development via Webinars and in-person meeting; In November we convened our Expert Panel for further insight on the draft creative and progress made in partnerships and evaluation. The expert panel helped to refine the role of the pilot sites and the RFP. We conducted the following formative research in 2011: Focus groups with parents of children ages 9 to 15; Interviews with children ages 9 to 15; Alcohol industry stakeholder interviews and briefing; A few key findings: Parents rarely mentioned underage drinking as a leading concern. Parents were aware of the need to protect their children from harm as they grow older and to avoid undercutting their children’s confidence by being overly protective. Update on Campaign Creative: Based on the formative research, Campaign creative is focusing on providing parents with encouragement and affirmation about their role and influence in their children’s lives while motivating them to talk to their kids before there is a problem with underage drinking. The focus of the creative is to model behavior of parents as they talk with their kids about underage drinking. Creative will include the following materials: Print PSA in both English and Spanish in a variety of formats (full page, half page, horizontal, vertical, etc.), Radio PSA in both English and Spanish, and in :30 and :60 second lengths, TV PSA in :60 and :30 second lengths. Finally, we are wrapping up the production of our PSAs to have finalized in time for distribution to your programs by the end of March. Other Campaign materials in development include sample text scripts for parents, Campaign fact sheet, press release template, and a QR code.
- The Expert Panel meeting established guidelines for the pilot site RFP in July 2010. The program is designed to involve community-based organizations in the development and evaluation of Campaign Materials. Additionally, it presents an opportunity to engage stakeholders and build/strengthen partnerships for underage drinking prevention. Lastly, the program will enable the Campaign to expand its reach.
- The Request for Proposals for this program was released on November 7, 2011 to 63 organizations including Campaign partners, Web site/blogs, contacts from conferences, and other interested organizations. A total of 80 proposals were received for review. Each proposal was randomly assigned to one of seven undisclosed review teams, who scored each submission independently. The reviewers then met in-person on January 17, 2012 to discuss their scores with their review partner, where final scores were tallied and the top scoring proposals in each of the five National Prevention Network (NPN) regions were discussed. From this discussion, a weighted rank system was used to determine the top scoring proposal in each region.
- It is my pleasure to congratulate all of you on being selected as a Pilot Site. The RFP indicated that SAMHSA would fund up to one community-based organization in each of the five National Prevention Network regions pictured on this slide. The selected organizations and their respective regions are as follows. Summit Prevention Alliance (Southwest Region), Erie County Council (Northeast Region), Asian Health Coalition (Central Region), Metropolitan Drug Commission (Southeast Region), People Reaching Out (Western Region).
- The period of performance for the Pilot Program is March 1, 2012 to August 15, 2012. All pilot sites must incorporate Campaign messages and materials into existing underage drinking awareness and education activities. They must host at least one event to raise awareness of underage drinking during the period of performance. We also expect the pilot sites to make a strong effort to incorporate underage drinking research information into their existing programming and educational materials after this program concludes. The Campaign’s key messages must be incorporated into all literature and activities developed and distributed/implemented in conjunction with this initiative.
- Additional program requirements include representation at the mandatory project kickoff meeting in Washington, D.C. on March 27-28. Pilot Sites must produce a final report, invoice and provide electronic copies of all materials created. As previously mentioned, pilot sites will receive support for Campaign implementation from the Gallup team.
- Lisa will say: It is my pleasure to introduce Bill Goodwill, a SAMHSA Underage Drinking Prevention National Media Campaign Contractor. Bill is CEO of Goodwill Communications, a firm specializing in PSA distribution and evaluation. Hi everyone…it’s a pleasure to meet you virtually through the marvels of technology. I’m going to spend 10 to 15 minutes on local outreach and why it is so important to the UAD campaign. I know all the thought leaders that live in the big cities such as New York and Washington, DC think that what they do every day is earth shaking and most important to Americans. But in fact, it is what is going on in the countless thousands of communities in America that is really important because that is where real change takes place. Incidentally, if you want to know more about public service advertising go to www.psaresearch.com and then click on the FAQs. You will find more than you probably ever wanted to know about PSAs there. So let’s get started.
- Throughout my presentation you will see most of the slides deal with broadcast TV and there is a reason for that because typically broadcast TV will Generate 75-80% of all the reach and value for your PSA campaign. Also what is true of broadcast media generally applies to the other media you will be contacting. Just as “all politics are local,” the same can be said for media. While the media do care about national issues, what they really care about is how those local issues affect their community because that is where they derive their ad revenue. In a survey of 1,000 broadcast stations nearly two-thirds of the respondents indicated that PSAs which benefit the local community are the most important criteria to public service directors.
- If there is one thing you should remember in our presentation today it is this….the media are not mandated to use public service advertising messages. In fact, only broadcast TV is regulated by the FCC and while they must show they broadcast in the public interest, they have a variety of ways to demonstrate that, including PSAs. The second thing you should remember is that competition for free air time and space is extremely competitive. Nearly 40% of local TV stations receive from 8-30 PSAs a week, or 32 to 120 per month. While they are going to be looking for the best PSAs to air – important issue, good creative, proper format – the organizations that have a strong community presence stand a better chance of getting their PSAs on the air and that is where you come into the picture.
- Before you make any media contacts, it is important for you to know something about the people you will be working with. I used to belong to an organization Called the National Broadcast Association for Community Affairs and attended their annual conventions for 10 years. That is where I got to know a lot of major market broadcasters personally and here are some of the things I learned about them that are important for you to know. They manage a department that does not generate revenue, so it follows that they will not have a lot of resources to work with. They have many duties other than PSA scheduling and they typically are a one person department with no staff. As you saw from the other graphic I shared, they are inundated with PSAs, and every non-profit thinks their issue is more important than the next. Some organizations think they can simply hire a national telemarketer to make “pitch calls” to the media, but guess what. It rarely works because the media has caught on to that a long time ago and simply uses voicemail to screen out calls. All of this means two things to you….first, you need to be clever about your approach, making sure that you emphasize that you live and work in the community. Secondly, do what ever you can to make it easy for the media to work with you by giving them materials they can easily use.
- In this graph, we show the actual dollar value impact of getting 30 new TV stations to air the UAD PSAs – that is only 6 per each pilot test site which would generate over a million dollars worth of airtime and reach hundreds of thousands of viewers we otherwise would not reach. Later we discuss how we evaluate PSA campaigns and how you can monitor which stations did or didn’t use the UAD PSAs based on your outreach activity.
- In my introductory comments, I spoke briefly about why localism is important, but this graph delves into more detail because it shows why all media uses PSAs, not just broadcasters. The lifeblood of any media property – just as it is for all business entities – is increased revenue. The way any media property can increase its revenue is to increase its audience, in the case of broadcasting called Ratings. If you watched the Super Bowl, you saw a lot of commercials and each 30-second spot on the Super Bowl cost a staggering $3.5MM and that is because 100 million Americans were tuned in. How does a media property increase its audience? By scheduling programming that is relevant to the local audience and that is where PSAs come into the picture. You have probably seen what are called “station promos” in your local market and for the most part those are produced and aired to show the public that the station cares about their community and gives something back which is the Recognition factor. When you understand this process graph, then it helps you to identify the things that really matter to local media and the role that you play in the overall process.
- To provide all the campaign materials – most of which can be localized for your community - we will send each of the Pilot Test Sites a Tool Kit that will have menu buttons for each type of media. You can use the Tool Kit to help you prepare for your media visits and you can also use it as a leave behind for the media to use for review purposes. In addition to the campaign materials, it would include other resources the media may want to use to get more information on the issue of underage drinking such as links to the SAMHSA UAD website.
- Just as with any other endeavor, it is good to have a checklist of the things you need to do to be successful in media outreach. We have made the process a lot easier for you by providing an article entitled: “How to Place PSAs in Your Community.” We suggest you read it very carefully before developing your outreach plan and some of the major steps are outlined here. As noted earlier, concentrate on broadcast TV because that will deliver the biggest bang for the buck. Not only should you make an appointment with the media, but you may want to send them an email, fax or note to let them know why you would like to schedule an appointment as that will help pave the way for your meeting and it is much harder for the media to ignore. Spend some time getting familiar with each media outlet – and this applies perhaps more to radio and print. Know some details about their primary audience and remember we are trying to reach parents and influencers so focus on the media that reach an older audience. You need to get them excited about your PSAs so show them as much as you can, including the PSAs themselves. You can take your laptop and share the PSAs with them, but also be prepared to discuss any research, facts and why this message resonates locally. Review the call-to-action process….what happens when the public responds? If there are any local anecdotes you can share then use them. Most importantly watch for the signs that the media representative is running out of time and respect the fact that they are very busy. Have a few leave behind materials such as TV storyboards.
- To access local media lists for your locale, you would go onto our corporate website as shown here and enter the User Name and Password that will be provided to you. Then click on View Distribution Reports.
- That will bring up a map of the U.S. by state and to see the distribution reports for your state, you would click on the name of the state.
- Once you click on the State, a detailed list of media contacts will come on screen. The lists have complete contact information, the PUI which stands for Previous Usage Index – the number of times that media outlet has used any of our client PSAs previously, the affiliate type such as CBL for Cable, IND for Independent TV station or ABC, CBS, NBC for network affiliate and the tape format the station prefers. By clicking on the Radio or Print tabs at the top of the page, lists for other types of media will be displayed.
- Obviously you know more about your media situation than we could ever know so if you find errors such as the wrong name of the public service director, phone numbers, etc. you can use a feedback form on your reporting portal to feed that information to our office. If you want to add stations there are a few rules to keep in mind. Many broadcast TV stations have satellite channels at the same address and to avoid duplication, you should not add any stations at the same address because the media have told us they only want one PSA per outlet which also saves money. Most if not all the stations we are targeting are regular PSA users, so it is also important to know that stations – particularly TV with expensive tapes – are regular PSA users if you want to add them to your list. Finally, we would recommend adding very small community newspapers with limited circulations from your lists.
- After reviewing the draft distribution lists, send any changes to us using the online Feedback form. We will then make the appropriate changes and post final distribution lists to your reporting portal. After that we will send materials in the appropriate format with localized TV PSAs for your area (all others are standard). You should then review the various resources on your Tool Kit DVD and make appointments to go see each media outlet, again concentrating on broadcast TV.
- Obviously the media likes to see what is going to go on the air so by using the DVD that you will be getting, you will be able to show the TV PSAs, let radio media folks listen to the spots and show the print creative to newspapers and local magazines. Underage drinking is a problem in every community so you won’t have to do a lot of selling of this issue…the media knows that it is important and that it is a problem they can easily support. You should explain what happens when the PSAs are aired or published in terms of public response. Our call to action for this campaign is to drive traffic to the SAMHSA UAD website where there are various resources that can be used by stakeholders. While you are in their office, try to see if they might be willing to provide other types of support beyond PSAs such as interviews with a local expert… editorials…perhaps they can co-brand our PSAs with one of their paid sponsors which could incorporate the PSAs into a paid campaign. That in turn would give us much more frequent usage in the best dayparts. While the Tool Kits are meant to be more of an internal device, there is no reason why you cannot use them as a leave behind for the media to review and we will supply sufficient copies for that purpose.
- To see evaluation reports for your locale, go to our corporate website as previously described. Once on the SAMHSA site, click firsst on the Evaluation Methodology feature as noted here. This will bring up a Powerpoint presentation to explain the evaluation process….everything from where we get our evaluation data, an explanation of technical terms and the types of reports we provide.
- Once you enter your user name and password the system will take you into the SAMHSA reporting portal and the name of the campaign is already pre-programmed since it is the only one we are doing for SAMHSA. While you can certainly see how well the campaign is performing nationally, you are most interested in usage for your particular state. To see reports for your state only, select the medium such as TV and once you do that, various types of report options will be displayed. To see TV usage for your state, click on TV State Summary and you can also click on Usage Map by state. All reports can easily be exported to Excel for further manipulation.
- Shown here is an interactive map report. By placing your cursor over any state, the usage data for that state comes up on screen. You can also see an overview for your state in terms of usage according to four various levels which are color coded.
- In summary, we have done a lot of the work for you, but you provide the most important link to your local media world that we cannot provide. Become vary familiar with your local media and which of them regularly use PSAs. Use the tools that we have provided for you and help us improve the accuracy of our media lists by feeding changes to us. Try to establish a long term media relationship that transcends just this campaign and if you are not successful the first time, try again. While we have said that you should not be a nuisance to the media, there is nothing wrong with persistence and sometimes those who are more diligent, win the prize. Finally, if the media does use our PSAs, take the time to thank them and above all, good luck.
- Thank you for joining us for this Introductory Webinar. We look forward to meeting you in person at the Campaign Kickoff Meeting in Washington, D.C. on March 27-28. At this meeting, you will be given a more in-depth review of the Campaign, access to creative materials and messaging, and training on topics that will aid your campaign implementation.
- If you have any questions regarding travel and accommodations, please don’t hesitate to contact Katie Bass. Her contact information is provided. If you have any questions regarding the Pilot Site program, please feel free to contact me. My email address and phone number are also provided.